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https://hdl.handle.net/10356/9719
Title: | Testing alternative models of brand equity : a confirmatory study. | Authors: | Chin, Wen Wei. Leng, Shu Wei. Tan, Liping. |
Keywords: | DRNTU::Business::Marketing | Issue Date: | 2005 | Abstract: | This paper serves to evaluate which of the two models, those of Na, Marshall & Keller (1999) and Dhar & Wertenbroch (2000), is superior in measuring the brand construct. A two-pronged approach, quantitative and qualitative analysis, is employed to present an encompassing comparison of the two models. | URI: | http://hdl.handle.net/10356/9719 | Schools: | Nanyang Business School | Rights: | Nanyang Technological University | Fulltext Permission: | restricted | Fulltext Availability: | With Fulltext |
Appears in Collections: | NBS Student Reports (FYP/IA/PA/PI) |
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NBS-REPORTS_2341.pdf Restricted Access | 313.1 kB | Adobe PDF | View/Open |
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